Australian retailer Petbarn partners with reo, powered by oOh!media to deliver retail media network

Petbarn has announced the launch of a retail media network giving brand partners exclusive access to shoppers through the PetAds platform.

The retailer has partnered with reo, powered by oOh!media on this, and lays claim to the first comprehensive and scalable platform for pet media in Australia.

Leveraging insights from Petbarn’s 2.9 million members of its Friends for Life loyalty programme, brands can deliver targeted and personalised campaigns, while closed-loop reporting offers measurable sales outcomes and visibility on return on advertising spend.

Reo will manage end-to-end service delivery including onsite, off-site and in-store retail media solutions, as well as sales representation with a dedicated team. It will also install and manage Petbarn’s in-store screen network across its chain of stores nationally.

Lucas Barry, Chief Executive Officer, Greencross Pet Wellness Company, says: “We’re always looking for innovative ways to help brands provide closer touchpoints to enhance the Petbarn shopping experience of our 2.9 million loyal customers. PetAds will deliver best-in-class media products, while allowing us to focus on what we do best - caring for pets and delivering on our mission of making the world a happier place through the love of pets.”

Petbarn has engaged reo to build a retail media network, technology and data stack, including hardware, software, services and media sales. reo is also collaborating with technology partners to deliver the platform.

PetAds can position brand partners along the entire customer journey, including the crucial last steps of the shopping experience through in-store media. Petbarn advertisers can additionally amplify their campaigns across oOh!media’s out of home network within the vicinity of Petbarn store locations.

Neil Ackland, Chief Retail Media Officer, oOh!media, says: “The launch of PetAds is a game-changer for brand partners and pet lovers alike. By implementing reo’s advanced infrastructure, this retail media solution unlocks incremental revenues for Petbarn, new revenue opportunities for suppliers, unparalleled insights into campaign performance, and brings consumers closer to the brands they love.”

“Whether through onsite, off-site and in-store media channels, or through extended audience targeting across oOh!’s 35,000+ asset locations, Petbarn is now uniquely positioned to engage customers at every step of their journey.”

Cathy O’Connor, CEO at oOh!, adds: “Partnering with Petbarn represents a significant milestone in reo’s journey to solidify our leadership in retail media and expand into new, high-growth sectors. Petbarn’s commitment to innovation aligns with our group strategy to deliver impactful retail media solutions that drive value for retailers, suppliers, and consumers alike. This partnership underscores our vision to lead the retail media evolution while providing adjacent growth opportunities in emerging media markets.”

Petbarn is part of the Greencross Pet Wellness Company. In Australia, Greencross owns and operates over 241 Petbarn stores and 144 Greencross Vet clinics and 29 speciality and emergency hospitals.

2025 RTIH INNOVATION AWARDS

Retail media will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in March, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.